The Impact of Hospital Advertising on Patient Choices: Views from Health Service Users

Seda Kumru; Ümit Çıraklı; Şeyma Boz

Makale detayları

The Impact of Hospital Advertising on Patient Choices: Views from Health Service Users

Yazarlar:

Seda Kumru | Ümit Çıraklı | Şeyma Boz

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

Sakarya Üniversitesi İşletme Enstitüsü Dergisi Vol.6 Issue 2, pp.133-147

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001334556

pISSN:

2717-767X

Anahtar kelimeler:

Özet:

 This study aims to determine the attitudes of healthcare users toward the advertising activities conducted by private hospitals, as well as the role of these advertisements in hospital selection. Data were gathered through a questionnaire administered to individuals who sought services at a private hospital in Istanbul. A total of 360 responses were analyzed using the SPSS Statistical Package for Social Sciences 21.0 program. The findings indicate that over 70 of participants believe that hospital advertisements provide useful information, offering insights into the qualifications of the hospital and the services it provides, thereby helping patients make more informed choices. However, the two main negative aspects of advertisements identified by participants are that they are often misleading and not sufficiently reliable. Overall, the study suggests that people generally hold positive opinions about private hospital advertisements.

 This study aims to determine the attitudes of healthcare users toward the advertising activities conducted by private hospitals, as well as the role of these advertisements in hospital selection. Data were gathered through a questionnaire administered to individuals who sought services at a private hospital in Istanbul. A total of 360 responses were analyzed using the SPSS Statistical Package for Social Sciences 21.0 program. The findings indicate that over 70 of participants believe that hospital advertisements provide useful information, offering insights into the qualifications of the hospital and the services it provides, thereby helping patients make more informed choices. However, the two main negative aspects of advertisements identified by participants are that they are often misleading and not sufficiently reliable. Overall, the study suggests that people generally hold positive opinions about private hospital advertisements.

 This study aims to determine the attitudes of healthcare users toward the advertising activities conducted by private hospitals, as well as the role of these advertisements in hospital selection. Data were gathered through a questionnaire administered to individuals who sought services at a private hospital in Istanbul. A total of 360 responses were analyzed using the SPSS Statistical Package for Social Sciences 21.0 program. The findings indicate that over 70 of participants believe that hospital advertisements provide useful information, offering insights into the qualifications of the hospital and the services it provides, thereby helping patients make more informed choices. However, the two main negative aspects of advertisements identified by participants are that they are often misleading and not sufficiently reliable. Overall, the study suggests that people generally hold positive opinions about private hospital advertisements.

 Bu çalışma, sağlık hizmeti kullanıcılarının özel hastaneler tarafından yürütülen reklam faaliyetlerine yönelik tutumlarını ve bu reklamların hastane seçimi üzerindeki rolünü belirlemeyi amaçlamaktadır. Veriler, İstanbulda hizmet veren bir özel hastaneye başvuran bireylere uygulanan anketle toplanmıştır. Toplamda 360 anket yanıtı, SPSS Statistical Package for Social Sciences 21.0 programı ile analiz edilmiştir. Bulgular, katılımcıların 70inden fazlasının, hastane reklamlarının insanlara yararlı bilgiler sunduğunu, hastanenin nitelikleri ve sunduğu hizmetler hakkında bilgilendirici olduğunu ve böylece hastaların daha doğru seçimler yapmalarına katkıda bulunduğunu düşündüğünü göstermektedir. Öte yandan, katılımcılar tarafından reklamların olumsuz yönleri olarak görülen iki ana faktör, yanıltıcı olmaları ve yeterince güvenilir bulunmamalarıdır. Genel olarak, çalışma, insanların özel hastane reklamları hakkında olumlu görüşlere sahip olduğunu ortaya koymaktadır.

Makale detayları

The Impact of Hospital Advertising on Patient Choices: Views from Health Service Users

Yazarlar:

Seda Kumru | Ümit Çıraklı | Şeyma Boz

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

Sakarya Üniversitesi İşletme Enstitüsü Dergisi Vol.6 Issue 2, pp.133-147

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001334556

pISSN:

2717-767X

Advertising

Health Service

Hospitals

Hospital SelectionReklam

Sağlık Hizmeti

Hastaneler

Hastane Seçimi

Sayı

Makale detayları

Yazarlar: Seda Kumru | Ümit Çıraklı | Şeyma Boz

Yayıncı: Sakarya University

Ana Başlıklar: İşletme

Dergi: Sakarya Üniversitesi İşletme Enstitüsü Dergisi Vol.6 Issue 2, pp.133-147

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001334556

pISSN: 2717-767X

Sayı

Yazarlar:

Seda Kumru | Ümit Çıraklı | Şeyma Boz

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

Sakarya Üniversitesi İşletme Enstitüsü Dergisi Vol.6 Issue 2, pp.133-147

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001334556

pISSN:

2717-767X